ՀԱՅ Array ( [0] => Array ( [node_id] => 2 [node_parent] => 0 [node_url] => about [node_level] => 0 [node_visible] => 1 [node_num] => 13 [node_template] => simple [node_creation_date] => 2022-03-14 23:22:14 [node_modify_date] => 2023-04-09 11:20:54 [node_user] => 1 [node_clicks] => 0 [node_published] => 0 [node_constant] => 1 [nl_node] => 2 [nl_lang] => 1 [nl_title] => About [nl_description] => The Institute of Contemporary Art is an institution dedicated to capacity building. For us, education, science, and production are interconnected and organized as one global process. The ICA School, the Project and Research Labs, the exhibition hall and the library, the studios, and the Nest Art Residency all aim at contributing to the development of the art economy in Armenia by implementing various programs, providing technical facilities and training for artists, art critics, and curators, while producing researches at the crossroads of art, culture, humanities and social sciences, as well as designing art collections, exhibitions, and creative platforms. Relying on the context-sensitive and context-creating nature of contemporary art, the ICA team plays the role of a conveyor, seeking to share the power of art to bring about change not only in the field of art but also in solving the social, cultural, and political issues faced by Armenia. ) [1] => Array ( [node_id] => 3 [node_parent] => 0 [node_url] => 3 [node_level] => 0 [node_visible] => 1 [node_num] => 12 [node_template] => simple [node_creation_date] => 2022-03-14 23:22:20 [node_modify_date] => 2023-01-30 12:06:44 [node_user] => 1 [node_clicks] => 0 [node_published] => 0 [node_constant] => 1 [nl_node] => 3 [nl_lang] => 1 [nl_title] => Contacts [nl_description] => 47 Avet Avetisyan St, Yerevan, Armenia +374 33 270210 [email protected] Instagram: icayerevan Facebook: icayerevan LinkedIn: https://www.linkedin.com/company/institute-for-contemporary-art-yerevan ) [2] => Array ( [node_id] => 4 [node_parent] => 0 [node_url] => school [node_level] => 0 [node_visible] => 1 [node_num] => 11 [node_template] => simple [node_creation_date] => 2022-03-14 23:23:23 [node_modify_date] => 2023-03-05 16:08:09 [node_user] => 1 [node_clicks] => 0 [node_published] => 0 [node_constant] => 1 [nl_node] => 4 [nl_lang] => 1 [nl_title] => School [nl_description] => The Critical and Curatorial Studies School offers the students an opportunity to get a hands-on/learn by doing’ knowledge and experience in the main philosophical, political, critical and art theories. This is the only art education program in Armenia offering experimental syllabi and it is led by a faculty of key theorists, curators, artists and arts managers operating in Armenia. ) [3] => Array ( [node_id] => 5 [node_parent] => 0 [node_url] => labs [node_level] => 0 [node_visible] => 1 [node_num] => 10 [node_template] => simple [node_creation_date] => 2022-03-14 23:23:48 [node_modify_date] => 2023-03-18 13:54:46 [node_user] => 1 [node_clicks] => 0 [node_published] => 0 [node_constant] => 1 [nl_node] => 5 [nl_lang] => 1 [nl_title] => Labs [nl_description] => ) [4] => Array ( [node_id] => 6 [node_parent] => 0 [node_url] => nest [node_level] => 0 [node_visible] => 1 [node_num] => 9 [node_template] => simple [node_creation_date] => 2022-03-14 23:23:59 [node_modify_date] => 2023-03-05 16:08:21 [node_user] => 1 [node_clicks] => 0 [node_published] => 0 [node_constant] => 1 [nl_node] => 6 [nl_lang] => 1 [nl_title] => Nest [nl_description] => Research Laboratory is the research centre of the Institute for Contemporary Art. The studies carried out within this framework address the economic, legal, cultural-political, sociological, socio-psychological and other aspects of the Armenian and international context of contemporary art. These research projects examine individual spheres of art circulation (collecting, production, presentation and preservation, education and research) as well as the problems connected with interaction of involved individuals (artists, curators, critics, collectors, visitors, gallerists, etc.) and institutions (museums, art centers, exhibition halls, conferences and fairs). Identifying issues that arise in front of public and local governing bodies, as well as between them both, pursue one goal: identify the tasks and create conditions for the development and implementation of projects contributing to the contextual development of art. 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Spring courses. Semiotic analysis of the image

2016

Modern societies are possessed, one might say, sick of the image. Today, communication is heavily mediated by images, and cultural practices increasingly rely on images. One of the consequences of the rapid visualization of culture is the constant retreat of language (first of all, the literary language formed in the era of printing), which is a big problem for small cultures.

Citing the abundance and availability of technologies that enable the creation, reproduction and circulation of images is not enough to explain this reachability of the image. Walter Benjamin described the commercial passages emerging in Paris in the 1820s as "dreamscapes" whose visual appeal was an important incentive for the consumption of goods. (Probably, visitors to the first Yerevan fairs could have had such an experience in the 1990s.)

The history of advertising testifies to the growing dominance of the image over the text, as well as the growing aestheticization and attractiveness of the advertising image. In order to keep consumerism alive, the advertising image must also have a globally recognizable "vocabulary" and "syntax" that crosses cultural boundaries. And the important units of this dictionary are the brands of transnational corporations, a weighty argument in favor of the visualization of global communication.

The course will briefly discuss some cultural and ideological aspects of the photographic image, the issue of the visualization of culture and the role of the image in the process of cultural globalization.

The main elements of semiotics and the possibility of using these tools in the analysis of images (image as text) will be presented.

Examples of semiotic analysis of advertising images and photographs will be given.

 

List of lectures

1. Introduction: Modernity and image. Visual communication and visual rhetoric

2. The cultural background of photography and its effects

3. The main elements of semiotics. Ferdinand de Saussure, structuralism and poststructuralism 

4. Visual semiotics

5. What is photography theory or criticism?

6. Advertising and consumerism

7. Increasing mediation of vision by technology: A global visual language?

8. Summary, examples of analysis of photographic and advertising images.

 

Lecturer

Hrach Bayadyan

8 lectures

Price: 28.000 AMD